When it comes to an effective and winning influencer strategy, authenticity is key. In fact, consumers continuously demand it. It’s the best way to communicate your brand purpose and values while creating connections on a deeper level.

Marketing authenticity means your brand is staying aligned with the core message of your brand. Companies that take this seriously and can genuinely present themselves with transparency and sincerity help build trust. The goal is to maintain that trust throughout the relationship.

Why is authenticity important?

With so many messages being broadcast on several platforms, it’s easy for a consumer to become overwhelmed. When your brand is authentic, it’s easier to stand out. People are tired of being “sold” to all the time and take their time cutting through the fluff. They don’t have the time or patience for businesses that aren’t truthful or authentic.

Businesses that don’t stand by their brand values are immediately viewed as inauthentic. Brands that take marketing authenticity seriously help with expressing their purpose and values. This helps the people who align themselves with businesses and their values see your brand in a positive light.

How do brands demonstrate their authenticity?

There are a few ways to use authenticity in their marketing:

  • Have clear values
    People need to know what your business stands for and why it’s important. When businesses know why they exist and the reasons why these matter, they are better equipped to back up what they say.
  • Transparency
    People want to see what’s up under the hood. Being transparent about what goes on behind closed doors or how you create your products and services keeps things honest. Customers can appreciate a brand that shows how things aren’t always perfect and how they overcome challenges.
  • Be open
    What’s the thought process behind your products and services? Why did you create a certain course? Why is it important for people to learn these concepts? When showcasing your products, people are very interested in how you came up with the concept, how it’s built, why it’s priced in certain ways, and more. When customers can see what goes into making the products and services they come to know and love, they have more respect and loyalty to the brand.
  • Tell the FAQs
    It’s important to give your customers the opportunity of asking questions they want to know the answers to. These questions should be used to create a FAQ section that is authentic and specific.
  • Have the right team
    Everyone won’t align with your company’s beliefs, but it’s up to you to figure out who’s on the team and who isn’t. If your team doesn’t support your brand’s mission, vision, and values, they aren’t the right fit for you. When you have the right team, your brand becomes more transparent and authentic about what matters. When hiring, having your core values at the forefront of the hiring process makes a difference.
  • Be honest
    Businesses aren’t perfect. They make mistakes. Lots of them. While the goal is to make sure your brand is seen in the best light, true connections are built from imperfection. People can relate to struggles and champion those businesses that are authentic about how they obtained their success. You must talk the talk and walk the walk. People believe what you say. If you don’t stand by your brand promise, why should they believe anything else you have to say?
  • Give back
    Your values mean something. That means you should be prepared to take a stand on what you believe in, especially in this controversial climate. Businesses that flail like the wind tend to become viewed as businesses that don’t have a backbone. When you stand for something, people can get behind it. Supporting your causes in different ways demonstrates your customers can rely on you and that your brand is true to its word.

Be Real helps brands be authentic

The BeReal app helps businesses show their authentic selves without all the pomp and circumstance. You can’t change the photo or use filters. Brands have started using this app for behind-the-scenes photos of their team, the building, and the business. Customers get to see how things are made, how employees dress, and the entire culture of the business.

Why is this app so cool? Audiences are tired of staged photos, because social media has proven time and time again that what they see may not be reality. Also known as the anti-influencer app, it’s meant to break the rules with quick, 24-hour snapshots of what you want people to see. 21.6 million monthly active users and 2.93 million daily app visits – people want to know what’s going on.

This is a great way to show authenticity and connect with customers in a non-assuming way. From sneak peeks of new products getting ready to hit the market, to how the marketing team puts their strategy together, it’s authentic, real, and relatable. If you’ve ever wondered how businesses do what they do, this app is a lesson in authenticity. Expecting the unexpected is a lesson for businesses to live by, and some of the best advertising is not thinking about it. Everything is in real-time, making businesses fully understand just how powerful authentic transparency can be.

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